Commercial Leadership Built From The Hotel Business

SIHOS is founded on more than two decades of experience across hotel commercial leadership, revenue strategy, sales, distribution, business transformation and hotel performance.

Our perspective has been shaped not only by commercial disciplines, but by understanding how hotels operate as businesses.

We brings together commercial expertise and operational understanding to ensure that strategic decisions are not only commercially attractive, but practical, executable and aligned with the realities of the hotel.

We understand the numbers. We understand the market. We understand the customer. And we understand what it takes to execute inside a hotel.

That is the perspective we bring to every engagement.

Our Guiding Principles

Our Mission

To elevate hotel performance by connecting commercial strategy with the realities of hotel operations, creating stronger demand, sustainable profitability and long-term value.

Our Vision

To be the leading commercial performance partner for hotels and hotel owners, creating stronger profitability, sustainable growth and long-term value.

Our Values

We believe in integrity without compromise, excellence as a discipline, and accountability as a commitment to those we serve.

Commercial Leader. Holistic Hotel Perspective.

Fabian Seet - Managing Principal, SIHOS

Fabian brings over 20 years of commercial leadership in the hotel industry, combining strategic commercial expertise with a deep understanding of how hotels operate as businesses.

He has held senior leadership roles across international hotel groups, including Vice President of Sales at Pan Pacific Hotels Group, where he led global sales strategy and high-performing commercial teams, and as General Manager, International Markets at Jin Jiang International Hotels, driving international sales growth and market expansion.

Through SIHOS, Fabian works directly with hotel owners and leadership teams to strengthen commercial performance and build more effective commercial organisations.

While commercial strategy remains his core expertise, Fabian brings a holistic understanding of hotel operations and the interconnected nature of the hotel business. This enables him to assess commercial decisions not only for their revenue potential, but also for their operational practicality, profitability and long-term business impact.